When Ariely wanted to know why

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The Economist. What is the decoy effect and how is it used in marketing? - economist example three In a study of 100 students, he asked them to choose a subscription to The Economist from three options: Web only for $59 Print only for $125 Print + web for $125 The result? Of the 100 students, 84 chose Print + Web, 16 chose Web only, and no one chose Print only.

If we categorize each option according to the  Phone Number List aforementioned theoretical framework, Print + Web is the objective (A), Web is the competition (B) and Print is the decoy (A-). Sure enough,  bother with the lure if no one picked it, she tried again in the studio. This time he asked another 100 students to choose between Print + Web and Web-only options.



The results changed dramatically, as 32 chose Print + Web, while 68 chose Web only. IKEA Did you know that IKEA has a line of specific products that serve as a lure? They range from beds, chairs and nightstands to dressers. For example, there is a specific dresser that the company really wants to push for a high profit margin. And then there are those that are not made to sell.